Staples' Media Business Goes Into Play

Incumbent MediaCom Invited to Defend $100 Million Account

NEW YORK (AdAge.com) -- Staples has thrown its $100 million media-buying account into review. WPP Group's MediaCom, which has

In the first three quarters of last year Staples spent $91 million on advertising across all media.

handled all media responsibilities for the office-supply giant in the U.S since 2002, has been invited to participate.

Staples spokeswoman Deborah Hohler told Advertising Age that the retailer sent a request for proposals for its media-buying account to a number of undisclosed shops two days ago.

'Normal course of business'
"As a part of Staples' normal course of business, we review agency relationships on a periodic basis to make sure we are best meeting our evolving business needs," said Ms. Hohler.

The review is being overseen by Marjorie Shaw, director-media services, who reports to Carole McFarland, senior VP-corporate branding and advertising.

According to TNS Media Intelligence, the Framingham, Mass.-based company spent $91 million on advertising across all media in the first three quarters of 2006. In 2005, the company spent $101 million.

Gold Effie last year
Last year MediaCom and Staples' creative agency, McCann Erickson, a unit of Interpublic Group of Cos., won a gold Effie for the effectiveness of their "Easy Button" campaign, which has sold 1.5 million prop buttons.

MediaCom referred calls for comment to the client.

Brooke Capps

Brooke Capps is a content consultant for Internet Week. Previously an agency reporter for Advertising Age and a global communications executive for agencies such as Euro RSCG (now Havas) and UM, Brooke hung out her own shingle in 2010. Since then she’s directed content and strategy for clients such as Cornell University, The Christopher and Dana Reeve Foundation and ?WhatIf! Innovation Partners, among others. This fall, in her capacity as Associate Adjunct Professor at NYU’s Wagner School for Public Service, Brooke will begin building a writing center to promote excellence in public policy communications. Brooke recently received an MA in Media Studies from the New School for Public Engagement.